The Biggest Thing Brands Get Wrong About Location-Based Marketing

Hint: It's Not What You Think It Is

Location-based marketing is a huge opportunity for brands looking to reach customers via mobile. But many marketers are letting "the future be the enemy of the now," said Jason Spero, director of global acquisition solutions for Google, and neglecting to do even the basic things that can make a big difference today.

Mr. Spero explained what he means -- and who's doing it right -- at the Ad Age Digital Conference Oct. 15 in San Francisco.